The Economist had an image problem, it not longer wanted to be seen as a dry business finance magazine but as a leading authority on the forces that shape our world tomorrow.

The campaign aimed to shift perception and attract a new generation of the globally curious.

In a bid to find the right subscribers, The Economist launched “Discomfort Future”. The brand took to the streets to serve worm ice cream, grasshopper crepes, waste food smoothies and reclaimed water coffee. These concepts, based on Economist articles about the future of food, brought the content to life in a campaign as challenging as the content itself.

This bug filled food concept, brought in 25,000 subscriptions in the UK over two years, with 60% staying on their post-promotional offer.